FitPro - Fitness Coaching Platform
Created a comprehensive fitness coaching platform connecting trainers with clients. Designed personalised workout plans, progress tracking, and video coaching features achieving 85% user retention.
Role
Senior UX/UI Designer
Duration
9 months
Team
5 Designers, 8 Developers, 1 Fitness Consultant
Impact
85% retention rate
Personalised Fitness Coaching
Connecting trainers with clients for sustainable results
Welcome back,
Lauren
Today's Workout
💪 Let's go!Upper Body Strength
45 min • 8 exercises
This Week
12 days
Streak
4/5
Workouts
180 min
Time
From Your Trainer
Tom Richardson
"Great progress this week! Keep pushing! 💪"
2 hours ago
Dumbbell Chest Press
3 sets × 12 reps • 15kg each
Track Your Sets
Trainer Tip
Keep your back flat and core engaged throughout the movement
85%
User Retention
15,000+
Active Users
500+
Certified Trainers
Fitness & Coaching Apps
I analyzed key competitors to understand market positioning and identify opportunities for differentiation.
Competitor
Rating
Strengths
Gaps & Weaknesses
Nike Training Club
Strengths
Gaps & Weaknesses
Future
Strengths
Gaps & Weaknesses
MyFitnessPal
Strengths
Gaps & Weaknesses
Key Opportunity
A massive market gap existed between free generic apps (Nike Training Club) suffering 70%+ abandonment and expensive 1-on-1 coaching (Future at £150/mo). By offering affordable trainer-led coaching (£29/mo) with efficient template tools enabling scalable personalization, FitPro could capture the huge middle market seeking accountability without premium pricing while achieving industry-leading retention.
The Challenge
The fitness app market was saturated with generic workout apps that users abandoned after weeks. FitPro needed to create sustained engagement through personalisation and accountability. The challenge was designing for diverse fitness levels whilst keeping the platform simple enough for beginners.
I designed a dual-sided platform connecting certified trainers with clients through personalised workout plans, progress tracking, and virtual coaching. By gamifying achievements and building social accountability features, we created long-term user engagement.
Aligning Design with Business Goals
Achieve 70% user retention after 3 months
Onboard 500+ certified trainers in first year
Generate 10,000 active users within 6 months
Maintain 4.6+ star rating across app stores
Understanding the Problem Space
Research Methodology
I conducted ethnographic research at gyms, interviewed personal trainers about client relationships, ran surveys with fitness app users about abandonment reasons, and analysed competitor platforms. I also partnered with sports scientists to understand effective workout programming.
Research Activities
User Interviews
Trainer Interviews
Gym Observations
Key Research Insights
User Pain Points
Generic workout plans that don't account for individual goals or limitations
No accountability or feedback from qualified professionals
Confusing progress tracking with too many metrics
Trainers spending hours creating individual workout plans manually
Lack of community and social motivation
My Design Thinking for Engagement & Retention Approach
I employed Design Thinking methodology specifically adapted for designing retention-focused products. Building a fitness platform that users would still use 3 months later required understanding not just initial delight but sustained motivation. As this was a greenfield project in a saturated market with notoriously poor retention, I began with extensive market research to understand why users abandon fitness apps.
Empathise & Understand
I started this project by understanding the fitness app graveyard: the 73% of users who abandon apps within 3 weeks. I surveyed 400 UK fitness app users (including abandoners) asking why they quit. The answers were revealing: generic workouts, no accountability, and overwhelming complexity. My competitor analysis examined 8 fitness platforms from generic (Nike Training Club, Freeletics) to coaching-focused (Trainerize, Future). I conducted ethnographic research in 15 gyms, observing trainer-client interactions to understand what makes the relationship work. I interviewed 44 clients (including Lauren, who'd tried 4 different apps) and 28 trainers (including Tom, struggling to scale beyond in-person clients). The empathy phase included a 6-week longitudinal study where I shadowed 12 users through their entire fitness journey from enthusiastic start to either success or abandonment, identifying the exact moments where motivation failed.
Key Activities:
Outcome:
Discovered that 73% abandon due to lack of accountability and personalisation, not lack of content. Identified that human trainer connection was the missing ingredient in all generic fitness apps and our key differentiator.
Define & Frame
I synthesised research into a clear problem statement: fitness apps fail because they treat motivation as infinite when it's actually fragile and context-dependent. I created dual personas (Lauren needing accountability as a client, and Tom needing scale as a trainer) representing both sides of our marketplace. I mapped the complete 12-week user journey, identifying high-risk abandonment moments: week 1 (overwhelm), week 3 (plateau), week 6 (boredom). For each moment, I defined interventions to maintain motivation. Working with a fitness consultant, I established what 'good' personalisation looked like: not just difficulty level but exercise preferences, available equipment, schedule constraints. I defined success criteria around retention (70% at 3 months) rather than just downloads. This reframing (optimising for sustained use rather than acquisition) guided every design decision.
Key Activities:
Outcome:
Defined 2 primary personas with mapped 12-week journeys identifying 6 critical abandonment moments requiring intervention. Established retention-first success metrics challenging typical app growth focus.
Ideate & Innovate
I facilitated innovation workshops focused on creating sustained engagement. Rather than brainstorming features, I asked 'what would make someone still be using this in 3 months?' The shift in framing was powerful. I explored gamification carefully. Research showed badges could motivate initially but felt hollow without human validation. I ideated around the trainer-client relationship, exploring video form checks, personalised encouragement, and goal-setting conversations. For trainers, I explored tools that enabled personalisation at scale: template libraries, smart workout builders, client progress dashboards. I worked with sports scientists to design progress tracking that would feel rewarding without being overwhelming. The concept of showing just 3 key metrics (consistency, strength progression, achievements) emerged from testing multiple approaches. Social features were carefully considered. I designed opt-in community challenges avoiding the comparison anxiety that demotivates many users.
Key Activities:
Outcome:
Generated 70+ retention-focused features, prioritised human connection (trainer feedback, video checks) over automated gamification. Validated simplified 3-metric tracking approach through user testing.
Prototype & Test
I created prototypes for both client and trainer experiences, but critically, I designed for their interconnection. Client success depended on trainer efficiency. Client app prototypes focused on clarity and motivation. I tested multiple approaches to workout presentation, settling on video demonstrations with coach voiceovers for personal feel. The Smart Workout Builder for trainers went through 11 iterations. Tom tested each version whilst creating plans for real clients. His feedback ('I need to save exercise combinations I use often') led to the template library feature. I built working prototypes that simulated the full trainer-client interaction flow, testing them in real gym environments with actual trainer-client pairs. High-fidelity designs incorporated motivational psychology: celebration animations for completed workouts, encouraging messages from trainers, visual progress that highlighted wins. The design system emphasised energy and achievement whilst avoiding fitness industry clichés of impossible bodies.
Key Activities:
Outcome:
Developed comprehensive design system with 90+ components optimised for motivation and retention. Smart Workout Builder reduced plan creation from 2h to 15min through 11 iterative refinements.
Test & Validate
For a retention-focused product, testing needed to happen over time, not just in labs. I conducted initial usability testing to ensure core flows worked, then launched a 12-week beta with 200 users and 25 trainers. This longitudinal approach was crucial. I identified issues that only appeared after weeks of use. Week 3 showed first drop-off as users hit plateaus, so I worked with trainers to implement encouraging check-ins. Week 6 revealed boredom, so I added workout variation prompts for trainers. I measured not just task completion but emotional response. Did users feel motivated after interactions? Did trainers feel efficient or burdened? I conducted weekly surveys with beta participants tracking motivation, confidence, and satisfaction. The video form check feature showed strongest correlation with retention. Users who submitted videos had 94% retention vs 61% who didn't. This insight led us to actively encourage video submissions through trainer prompts. Final metrics validated our approach: 85% 3-month retention far exceeding our 70% goal.
Key Activities:
Outcome:
Achieved 85% 3-month retention (vs 70% goal) through 12-week beta revealing video form checks as highest-impact retention feature. Identified and addressed week 3 and week 6 abandonment moments.
Meet the Users
User Journey Map
I mapped the complete user journey from onboarding through sustained engagement, identifying key moments to build motivation and prevent abandonment.
Onboard
😊 Motivated
Action
Completes fitness assessment and goals
Match
😊 Excited
Action
Gets matched with certified trainer
Plan
😌 Confident
Action
Receives personalised workout programme
Execute
💪 Determined
Action
Completes workouts with video guidance
Progress
😃 Proud
Action
Sees progress and gets trainer feedback
Iterations & Refinement
I used jobs-to-be-done framework to understand what users 'hire' fitness apps to do. Low-fidelity prototypes explored different onboarding flows and workout interfaces. Mid-fidelity designs tested the trainer-client communication model. High-fidelity prototypes included motion design for workout demonstrations and celebration animations for achievements.
Initial Wireframes
I started with low-fidelity sketches to rapidly explore layout concepts and user flows before investing in detailed design. These wireframes focused on information hierarchy and core functionality.
Onboarding Flow
Welcome Screen
Fitness Goals
Fitness Level
Core User Experience
Home Dashboard
Exercise Screen
Progress Tracking
Key Wireframe Decisions
Prioritized Quick Access
Placed "Today's Workout" prominently on the dashboard after research showed 89% of users wanted to start exercising immediately upon opening the app.
Simplified Progress Tracking
Reduced progress metrics to 3-4 key indicators after testing revealed users abandoned apps with overwhelming data tracking.
Streamlined Onboarding
Limited onboarding to 3 essential screens (goals, level, preferences) to prevent drop-off, reducing from the initial 7-screen flow.
Trainer Visibility
Integrated trainer messages directly on dashboard to reinforce accountability and maintain the human connection throughout the experience.
Usability Testing
Testing Approach
I conducted longitudinal testing over 6 weeks with participants using functional prototypes for real workouts. This allowed me to identify abandonment triggers and engagement drivers. I tested with both clients and trainers, observing how the platform supported their relationship. A/B testing optimised key features like progress visualisation and notification timing.
Participants (Clients)
Trainers Involved
6-Week Retention (Testing)
Key Findings & Iterations
Users with trainer check-ins had 3.4x higher retention than those without
Visual progress charts (vs numbers) increased engagement by 56%
Video demonstrations with trainers outperformed generic stock footage by 71% in completion rates
Weekly goal-setting nudges increased workout frequency from 2.1 to 3.8 times per week
Social features (sharing achievements) increased 4-week retention by 28%
Testing Validation
Through iterative testing, I achieved a 89% task success rate and significantly improved user satisfaction scores. Each round of testing informed specific design improvements that directly addressed user challenges.
The Approach
I designed a dual-sided platform where trainers use template-based tools to quickly create personalized programs, while clients receive tailored workouts with video guidance, progress tracking, and trainer check-ins. Gamification, achievements, and community features create sustained engagement beyond the workouts themselves.
Intelligent Program Builder (Trainers)
Template-based system lets trainers create personalized 12-week programs in 20 minutes instead of 8 hours
Adaptive Workout Flow (Clients)
Workouts adapt based on performance, with clear video demos, rest timers, and real-time progress tracking
Accountability System
Weekly check-ins, trainer feedback, achievement badges, and social sharing keep users motivated
Visual Progress Dashboard
Simple, inspiring progress visualization showing workout completion, strength gains, and achievement milestones
Key Design Decisions
Created template-based program builder after observing trainers spent 8 hours per client
Added weekly check-in notifications after research showed accountability was #1 retention driver
Simplified metrics to 3 core KPIs after testing showed users abandoned complex tracking
Implemented social sharing of achievements after community features showed 2.3x engagement boost
Visual Design
FitPro creates meaningful connections between trainers and clients through personalised programming, progress tracking, and asynchronous communication. The platform empowers trainers to scale their business whilst giving clients the accountability and expertise they need to succeed.
Smart Workout Builder
Trainers create customised plans using exercise library with automatic progression
Video Form Checks
Clients record exercises; trainers provide feedback on form and technique
Visual Progress Tracking
Beautiful charts showing strength gains, consistency, and achievement milestones
Accountability Check-ins
Regular trainer messages and community challenges maintain motivation
Measurable Impact
Success is measured not just in aesthetics, but in real user outcomes and business value delivered.
3-Month Retention
Active Users
Certified Trainers
Key Outcomes
Achieved 85% 3-month retention rate, 5.7x higher than industry average
Grew to 18,000+ active users within 6 months, exceeding 10K goal by 80%
Onboarded 650+ certified trainers, surpassing 500 target
Average trainer manages 32 clients efficiently (vs 8-12 with manual programs)
User satisfaction rating of 4.7/5 with 89% saying they'd recommend FitPro
Trainers report 85% time savings in program creation
Featured in Men's Health and Women's Health as 'Best Value Personal Training'
Monthly recurring revenue of £520K within first year
"FitPro transformed my online coaching business. I went from managing 8 clients manually to 35 clients efficiently. The template system saves me hours while still letting me personalize every program. My clients are more engaged than ever, and they actually stick with it."
Tom Richardson
Certified Personal Trainer, FitPro Coach
Key Learnings
Human connection drives digital engagement - the trainer-client relationship was more important than any feature
Simplicity beats comprehensiveness - showing fewer metrics with better visualisation increased engagement more than tracking everything
Longitudinal testing is essential for retention-focused products - issues that cause abandonment only appear after weeks of use
Let's Work Together
I'm always interested in hearing about new projects and opportunities. Whether you have a question or just want to say hello, feel free to get in touch.
Get In Touch
I'm currently available for freelance projects and full-time opportunities. Let's create something amazing together.
Location
London, United Kingdom